Minute 8: the minute of silence that started the conversation
Agency: Havas Group
As part of the International Day of Non-Violence Against Women, Movistar together with Havas+ launched the action ´Minute 8: the minute of silence that started the conversation´.
According to the ONU, a woman dies every eight minutes in the world due to gender violence. Taking this horrifying data as a kick-off, in all Movistar Prime programs, every 8 minutes 1 minute of silence was made in memory of the victims, and above all to highlight the magnitude of the problem.
´As soon as we knew this terrible data, we understood that the initiative had to show this in the media in a different way,' commented Mauricio Fernandez-Maldonado, Chief Creative Officer at Havas Group Peru. ´We wanted the silence to be deafening, and for it to be every 8 minutes, to make us realize how often it happens and how important it is to talk about it´.
This action was intended to raise awareness of the alarming reality and expose the issue in the mainstream media. Since, from this minute of silence, a total of 45 minutes of silence were achieved on live television, and the silence was transformed into the conversation.
This professional campaign titled 'Minute 8: the minute of silence that started the conversation' was published in Peru in March, 2022. It was created for the brand: Movistar, by ad agency: Havas Group. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 1 year ago.
Advertising Agency: Havas + (part of Havas Group)
CCO Havas Group Peru: Mauricio Fernández Maldonado
Creative Director: Daniel Pinedo / Alan Calderón
External Art Director: Jhon Avilés